Theodore Levitt: Globalization of Marketing

The video explores Theodore Levitt's influential ideas in marketing, focusing on his concepts of Marketing Myopia, customer-centric strategies, and globalization. Levitt argued that organizations should view themselves as creators of customers rather than mere producers of goods. He emphasized the importance of marketing in organizational strategy and introduced the idea of standardizing services like products. Levitt also foresaw the impact of globalization and technology on markets, advocating for efficiency and standardization over local customization. His ideas sparked debates with contemporaries like Philip Kotler, highlighting differing views on market customization.

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